A/B Testing fundamentals

A/B Testing fundamentally involves comparing two versions of a web page, email, or other marketing asset with the aim of determining which version performs better in terms of user engagement or conversion goals.


For example, an online retailer might conduct A/B testing by creating two versions of a product page, each with a different layout or call-to-action button color, to see which leads to higher sales. This method is critical for optimizing website performance and enhancing user experience, as it relies on real user data to make informed decisions.